TO THE HIGHEST PLACE
New SUV Mahindra launching campaign
Advertising, Branding, Social Media
TO THE HIGHEST PLACE
New SUV Mahindra launching campaign
Advertising, Branding, Social Media
NEW APROACH
Mahindra is an Indian brand which had just started selling in Brazil. As the brand was new in the Brazilian market, media investment was still low, which would make even harder to penetrate into this highly-competitive sector. Therefore, we detected the need of a campaign which, besides impacting, had to be in line with our cultural nuances. Since, for this case, following the communication standards used in India was not an option. We took advantage of the launching period of the new SUV Mahindra, and planned to show the car as it had never been seen before.
CHALLENGE
Surrounded by questions, many details had a negative impact and could interfere a lot in the car launch. If the public’s lack of brand awareness was not enough, which brought little or almost no reliability about the brand and its products, there was also the high penetration and strengthening of Asian cars in the automotive market. The timing for the launch of this product couldn’t be more challenging. Moreover, Mahindra’s SUV, despite the good performance, didn’t have an attractive design in the eyes of the demanding Brazilian consumer! The situation was even worse when we compared it with its main competitors, already consolidated in the national market.
SOLUTION
Together with my team, we opted for using elements that could bring more Brazilianness to the product, in a clear attempt to bring the product closer to the consumer. As we were dealing with a new brand in the national market, we placed the car in a strategic place of Brazil for this campaign. We looked for the highest peak in the country,“Pico da Neblina” (Foggy Peak), 2.993 meters high. By showing the SUV making to the top, we wanted to convey the image of a resistant and bold car, with the technology that made it possible to get there. In addition to that, the product’s picture on the layout was carefully chosen, seeking not only the car’s finest angle, but also trying to avoid showing its back side, which was less attractive. We made use of dirty and mud, typical elements within Off Road cars communication, to reinforce the idea of resistance – the car’s main attribute.
Client
Mahindra
CREATIVE DIRECTION
Fabio Divac
ART DIRECTION
Fabio Divac
COPYWRITING
Bruno Ferro
DATE
November 17, 2013